資訊管理學報
徐淑如;林家琪;
頁: 175-200
日期: 2010/04
摘要: 隨著網際網路的普及，藉助線上社群匯集品牌同好，分享彼此的消費經驗與品牌資訊，已成為品牌行銷的新興研究領域。然而，網站建置門檻的降低，造成社群網站充斥，如何吸引網友留駐，培養會員對社群的忠誠度，成為社群經營者必須面對的重要課題。就消費行為而言，價值是影響個人選擇及行為表現的關鍵因素，因此，會員的社群價值知覺，對其社群的選擇與留駐應具有一定的影響力。回顧目前有關社群價值的研究，大多是基於經營者的觀點，探討社群會員創造的效益，鮮少以會員的角度，分析參與社群價值的內涵，以及社群價值對會員的影響。 過去網路應用價值與使用行為關係的研究，常以網路外部性的觀點解釋。網路外部性描述網路應用隨著使用人數的增加，會擴大其使用價值並進一步吸引使用者採用的現象。對於以品牌為主題的線上社群，是否存在網路外部性現象？其網路外部性反映在何種使用價值的擴大？社群使用價值對會員社群忠誠度的影響為何？此外，對品牌社群而言，品牌是建立與經營社群的主題，會員對品牌商品的忠誠度是否隨社群忠誠度的不同而有差異等問題為本文探討的焦點。研究中以魔獸公會與奇摩Play Station討論區二個品牌遊戲社群會員為問卷調查對象，共取得601份有效問卷。資料分析結果顯示，線上品牌社群的確具有網路外部性的特性，會員對社群的知覺關鍵多數正向影響其資訊、交易、體驗與社會等社群價值知覺，且隨著資訊、體驗與社會價值知覺的上升，會員的社群認同感也越高，進而強化其對社群與對品牌商品的忠誠度。
關鍵字: 線上品牌社群;網路外部性;知覺價值;社群忠誠;品牌忠誠;
Abstract: With the increasing popularity of internet, the gathering of consumers with a shared enthusiasm to exchange brand information or experiences through online brand communities, has become an emerging topic in brand marketing research. The relationship between the application of Internet and the involvement of users is often explored based on the viewpoint of network externality. The purposes of this study were to investigate the existence of network externalities in online brand communities and its effect on the perceived community value, the community identity, and loyalty of members. A model is proposed based on the network externality theory with the social identity theory. The proposed model is tested on a sample of 601 members of online brand communities (those centered on online games and play stations). The results confirm that the significant effect of network externalities on perceived community values of members of online brand communities. The perceived values may arise further the members' community identity. Finally, the members' community identity has a positive effect on the loyalties to community and brand.
Keywords: web-based brand community;network externality;perceived community value;community loyalty;brand loyalty;
瀏覽次數: 13979 下載次數: 207
引用 導入Endnote
頁: 175-200
日期: 2010/04
摘要: 隨著網際網路的普及，藉助線上社群匯集品牌同好，分享彼此的消費經驗與品牌資訊，已成為品牌行銷的新興研究領域。然而，網站建置門檻的降低，造成社群網站充斥，如何吸引網友留駐，培養會員對社群的忠誠度，成為社群經營者必須面對的重要課題。就消費行為而言，價值是影響個人選擇及行為表現的關鍵因素，因此，會員的社群價值知覺，對其社群的選擇與留駐應具有一定的影響力。回顧目前有關社群價值的研究，大多是基於經營者的觀點，探討社群會員創造的效益，鮮少以會員的角度，分析參與社群價值的內涵，以及社群價值對會員的影響。 過去網路應用價值與使用行為關係的研究，常以網路外部性的觀點解釋。網路外部性描述網路應用隨著使用人數的增加，會擴大其使用價值並進一步吸引使用者採用的現象。對於以品牌為主題的線上社群，是否存在網路外部性現象？其網路外部性反映在何種使用價值的擴大？社群使用價值對會員社群忠誠度的影響為何？此外，對品牌社群而言，品牌是建立與經營社群的主題，會員對品牌商品的忠誠度是否隨社群忠誠度的不同而有差異等問題為本文探討的焦點。研究中以魔獸公會與奇摩Play Station討論區二個品牌遊戲社群會員為問卷調查對象，共取得601份有效問卷。資料分析結果顯示，線上品牌社群的確具有網路外部性的特性，會員對社群的知覺關鍵多數正向影響其資訊、交易、體驗與社會等社群價值知覺，且隨著資訊、體驗與社會價值知覺的上升，會員的社群認同感也越高，進而強化其對社群與對品牌商品的忠誠度。
關鍵字: 線上品牌社群;網路外部性;知覺價值;社群忠誠;品牌忠誠;
Consumer Perceived Critical Mass, Value and Loyalty in Web-based Brand Communities
Abstract: With the increasing popularity of internet, the gathering of consumers with a shared enthusiasm to exchange brand information or experiences through online brand communities, has become an emerging topic in brand marketing research. The relationship between the application of Internet and the involvement of users is often explored based on the viewpoint of network externality. The purposes of this study were to investigate the existence of network externalities in online brand communities and its effect on the perceived community value, the community identity, and loyalty of members. A model is proposed based on the network externality theory with the social identity theory. The proposed model is tested on a sample of 601 members of online brand communities (those centered on online games and play stations). The results confirm that the significant effect of network externalities on perceived community values of members of online brand communities. The perceived values may arise further the members' community identity. Finally, the members' community identity has a positive effect on the loyalties to community and brand.
Keywords: web-based brand community;network externality;perceived community value;community loyalty;brand loyalty;
瀏覽次數: 13979 下載次數: 207
引用 導入Endnote